write a acomposition on the evil of advertisement in about 300 words
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Evils of Advertising
Contemporary advertising industry exploits children by using the most efficacious techniques, among them psychology. Apparently children constitute the segment of market most liable to subconscious persuasion of commercials which, in turn, translates into tremendous efforts of marketers to exploit children s gullibility. And on the closer survey of western giant toy companies revenues, these efforts appear productive. The complexity and subtlety of mechanisms working in this branch of advertising business is particularly worth further analysis. This essay s purpose is to highlight children marketing, which gradually becomes the topic of much heated debate. What are the aims, methods, and reservations concerning marketing to children are the questions of interest in this work. First of all, present state of affairs in this branch of advertising will be discussed.
As there is abundance of research data gathered on advertising alcohol and cigarettes, relatively little data concerning children oriented-marketing is available. It seems that this branch of advertising has been neglected by public opinion s criticism. Of course marketers have taken advantage of this dominating research programmes on children s psyche. Such research programmes are being arduously carried out at R and D (research and development) departments of various companies directing their products to children. James McKinnon, the author of the article Psychologist Act against Ad Doctors states that psychological research is now widespread source of corporate inspiration. Psychologists are regulars at marketing conferences an n magazines like Selling to Kids and Sales (2). One could wonder where lies the reason of such intensive effort by marketers to discover the intricacies of children s thinking.
Obviously, the aim is first and foremost to make money and to draw as many clients as possible. Children s vulnerabilities are cunningly manipulated by psychologists whose main aim is to trap the unconscious customers into the ambush of consumerism. Materialistic values rooted early in childhood shape the psyche of a future youngster, teenager and eventually a grown up. At all those stages the victim of this process is conned into fallacy that he cannot be happy without constantly buying top products. The sooner the marketers achieve this goal the better for them as their investment will yield a tremendous profit. Children as a target group of customers represent probably the most lucrative segment of advertising industry because they influence at least three different markets. First of all, the direct market which s sustained by the money spent by children themselves (direct market embrace: toys, sweets, gadgets); then parental market which is influenced by children (mainly: toys, clothes, food) and, last but not least, the future market, which is acknowledged to be also very important. As Sharon Bender, one of the speakers at the conference Caring for Children in the Media Age, remarked: advertisers recognise that brand loyalties and consumer habits formed when children are young and vulnerable will be carried through to adulthood (2)
Consequently, the habits developed during childhood will emerge again in later life. These children become parents themselves and will probably buy their children products with which they are emotionally bound. These adults, exposed to the impact of advertisements, may suffer harmful effects. What was shown in a survey proves that people highly valuing wealth and related traits are prone to higher level of distress and lower levels of well being. Furthermore, they are unable to maintain firm connection to their communities. Of course this is not meant to criticise the affluent but only to explain what effects may result from the commercial message inserted into developing brains. Particularly interesting seem the methods of inserting this message into the children s subconscious.
Contemporary advertising industry exploits children by using the most efficacious techniques, among them psychology. Apparently children constitute the segment of market most liable to subconscious persuasion of commercials which, in turn, translates into tremendous efforts of marketers to exploit children s gullibility. And on the closer survey of western giant toy companies revenues, these efforts appear productive. The complexity and subtlety of mechanisms working in this branch of advertising business is particularly worth further analysis. This essay s purpose is to highlight children marketing, which gradually becomes the topic of much heated debate. What are the aims, methods, and reservations concerning marketing to children are the questions of interest in this work. First of all, present state of affairs in this branch of advertising will be discussed.
As there is abundance of research data gathered on advertising alcohol and cigarettes, relatively little data concerning children oriented-marketing is available. It seems that this branch of advertising has been neglected by public opinion s criticism. Of course marketers have taken advantage of this dominating research programmes on children s psyche. Such research programmes are being arduously carried out at R and D (research and development) departments of various companies directing their products to children. James McKinnon, the author of the article Psychologist Act against Ad Doctors states that psychological research is now widespread source of corporate inspiration. Psychologists are regulars at marketing conferences an n magazines like Selling to Kids and Sales (2). One could wonder where lies the reason of such intensive effort by marketers to discover the intricacies of children s thinking.
Obviously, the aim is first and foremost to make money and to draw as many clients as possible. Children s vulnerabilities are cunningly manipulated by psychologists whose main aim is to trap the unconscious customers into the ambush of consumerism. Materialistic values rooted early in childhood shape the psyche of a future youngster, teenager and eventually a grown up. At all those stages the victim of this process is conned into fallacy that he cannot be happy without constantly buying top products. The sooner the marketers achieve this goal the better for them as their investment will yield a tremendous profit. Children as a target group of customers represent probably the most lucrative segment of advertising industry because they influence at least three different markets. First of all, the direct market which s sustained by the money spent by children themselves (direct market embrace: toys, sweets, gadgets); then parental market which is influenced by children (mainly: toys, clothes, food) and, last but not least, the future market, which is acknowledged to be also very important. As Sharon Bender, one of the speakers at the conference Caring for Children in the Media Age, remarked: advertisers recognise that brand loyalties and consumer habits formed when children are young and vulnerable will be carried through to adulthood (2)
Consequently, the habits developed during childhood will emerge again in later life. These children become parents themselves and will probably buy their children products with which they are emotionally bound. These adults, exposed to the impact of advertisements, may suffer harmful effects. What was shown in a survey proves that people highly valuing wealth and related traits are prone to higher level of distress and lower levels of well being. Furthermore, they are unable to maintain firm connection to their communities. Of course this is not meant to criticise the affluent but only to explain what effects may result from the commercial message inserted into developing brains. Particularly interesting seem the methods of inserting this message into the children s subconscious.
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